We’re told we need them but lots of people aren’t exactly sure what a landing page is, or why they should use one. A landing page is a standalone page on your website, separate from the rest of your website. It is used to capture visitors’ details and gather sales leads for the business.
Remember: the home page of your site is NOT a landing page (yes, even though people ‘land’ there) and neither is the contact page. These pages serve several, different purposes and a landing page is more specific.
A landing page is a single website page that has two, specific characteristics:
- It has a form.
- It exists to capture a visitor’s details via that form and turn them into sales leads.
The form is a way for you to gather more information about your visitors, before giving them something in return.
Example: You could ask them to complete their name and email address.
Once they’ve done so and submitted the form on your landing page, you could give them:
- A subscription to your newsletter
- A free article or ebook to download
- A competition entry
- A free trial of your product
- A voucher
- A consultation for professional services
- A webinar/seminar registration
- A physical gift (you would have to send this to them via physical mail)
- Look through more incentive ideas here
Once you’ve gathered this information about your visitors, you can use it to send them targeted, customised marketing material.
It’s very important to remember why your website home or contact pages are not landing pages. They might have forms on them, but they don’t exist SOLELY to capture your visitor’s information. Theses pages both probably have your company contact details on them too. They also obviously exist as part of your entire website, which means the header and footer of your website, and your website menu, will be visible. Visitors should not be able to click off your landing page before submitting their information. You can look through some common landing page mistakes people make here.
Do you need some help setting up a lead generating page for your business? Please contact us so we can help.